Versace creates intense scent


Versace are creating a Bright Crystal Absolu scent.

The fashion house and its licensee Euroitalia launched the original perfume seven years ago. Due to its massive success, they have now decided to release an intense absolute eau de parfum version.

Creative director Donatella Versace credits the ingredients used in the product for making it so popular with females.

“It’s the scents themselves, which are evocative, vibrant and full of a love of life,” she told WWD.

Euroitalia president Giovanni Sgariboldi hopes this version of the perfume will top its predecessor. However he does think both products will have a purpose depending on what the users feel like wearing.

“After the remarkable success of Bright Crystal eau de toilette on a worldwide level, we wanted to respond to the request of highly demanding consumers with a more intense version,” he explained. “We expect that those consumers who are fond of Bright Crystal edt will choose the absolute version for occasions when they desire greater intensity and a longer-lasting scent, so that they can [make a choice] based on the season and, sometimes, their mood.”

The bottle still remains a fuchsia colour in the form of a multifaceted transparent glass bottle. The ad campaign – shot by Versace collaborator Mario Testino – which sees model Candice Swanpoel lying back on white cushions clutching the bottle, will also remain the same.

It will be released in Italy later this month and is hoped to be in Europe and the US by Valentine’s Day 2014 before being available in the rest of the world later in the year.

Giovanni is sure it will rake in more sales for the brand and is hopeful for the future of the label.

“Versace fragrances are bringing in great results on a global scale, with significant sales increases,” he added. “We are absolutely satisfied with the developments of the past few years and optimistic for the future.”

© Cover Media

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